Performance Marketing Manager

Key Responsibilities

Channel Ownership & Execution

Own and manage all performance marketing channels including Google Ads, Meta, YouTube, LinkedIn, Display, and other paid platforms, with a strong focus on local, multi-location, and service-driven demand generation.

Performance Strategy Development

Build and execute ROI-first performance marketing strategies aligned with business goals such as:

• Walk-ins, bookings, and birthday parties (FECs)
• Memberships, camps, and programs
• Consultations, trials, and recurring services (Health & Wellness)

Integrated & Full-Funnel Marketing Programs

Design and run multi-channel, full-funnel programs combining:

• Paid search (high-intent capture)
• Paid social (demand creation + retargeting)
• Display & video (brand recall and assisted conversions)
• Lifecycle and remarketing strategies

Ensure campaigns work together to reduce CAC and improve LTV.

Display, Video & Awareness Campaigns

Develop and manage display, YouTube, and awareness campaigns to:

• Build local market presence
• Feed high-quality retargeting audiences
• Improve conversion efficiency over time

Creative Strategy & Performance Alignment

Demonstrated ability to understand what creatives actually win in paid media, using performance datanot opinions.

• Analyze creative performance using CTR, CPC, hook rate, engagement, conversion rate, and ROAS
• Identify winning angles, formats, hooks, and offers
• Spot creative fatigue early and refresh creatives proactively

Translate insights into clear, actionable design briefs for creative teams, covering:

• Campaign goal and funnel stage
• Target audience and intent level
• 
  Messaging angles, hooks, and pain points
• Visual direction, formats, placements, and examples
• Compliance and brand guardrails (especially for health & wellness)

Ensure fast creative iteration cycles so paid ads can be launched, tested, optimized, and scaled without delays.

Performance-Led Creative Judgment

Strong instinct for what converts in FEC and Health/Wellness advertising, with the ability to:

• Separate good-looking creatives from revenue-driving creatives
• Diagnose creative fatigue early
• Guide designers toward assets built for conversion, not vanity

Analytics, Attribution & Reporting

Own performance measurement and reporting across platforms using GA4, GTM, ad platform dashboards, and CRM integrations.

Translate data into clear, business-facing insights tied to:

• CPL, CAC, ROAS
• Bookings, memberships, revenue impact
• Location-level and cohort-level performance

Budget Ownership & Optimization

Plan, allocate, and manage performance budgets across channels and locations to:

• Maximize returns
• Shift spend quickly based on performance signals
• Scale what works and cut what doesntfast

Automation, Scripting & AI Workflows

Use Google Ads Scripts, Apps Script, and AI-driven workflows to:

• Automate reporting and alerts
• Improve bidding, budgeting, and optimization
• Build scalable, low-manual systems for performance marketing

Experimentation & A/B Testing

Continuously run structured experiments across:

• Creatives, landing pages, offers
• Audiences, placements, and funnels

Document learnings and apply them systematically to improve efficiency.

Cross-Functional Collaboration

Partner closely with sales, operations, product, and creative teams to ensure marketing aligns with:

• On-ground capacity and customer experience (FECs)
• Service workflows and compliance (Health & Wellness)
• Revenue and growth targets

Market & Industry Intelligence

Stay up to date with trends, tools, and best practices in:

• Service-based performance marketing
• Local and multi-location growth
• Privacy-first tracking and AI-driven optimization

Must-Have Mindsets & Skillsets

Experience in Service-Based Businesses

Proven experience running performance marketing for service-driven industries such as:

• Family Entertainment Centers
• Health & Wellness brands
• Clinics, education, fitness, or local service businesses

Understands that success is driven by bookings, footfall, retention, and LTVnot just leads.

Founders Mindset & Ownership

Takes full responsibility for outcomes including CPL, CAC, ROAS, revenue, and growth metrics.

Strong Data Storytelling

Exceptional ability to communicate insights clearly to cross-functional teams and leadership, connecting data to business impact.

Hustle & Bias to Action

Thrives in fast-moving, ambiguous environments. Prioritizes execution over perfection.

Detail-Oriented & Zero-Defect Mindset

Comfortable going deep into data, tracking, funnels, and creatives with high accuracy and accountability.

Business-Oriented Creativity

Uses creativity to drive measurable outcomes, not vanity metrics.

Iterative Problem Solver

Breaks complex challenges into testable hypotheses and scalable solutions.

Obsession With Process Excellence

Builds repeatable, documented systems that enable consistent performance across brands and locations.